Bringing Endura’s new tone of voice to life
If you’re a cyclist, you’ll know Endura. But for the uninitiated, they’re a Scottish bike brand with an off-kilter, sideways look at life. Partial to a punchy sentence, too. Shorter. Better.
Otherwise was brought in to help bring Endura’s new tone of voice to life. It started with 50 headlines stress-testing its potential. It evolved into a years-long relationship, covering everything from product descriptions to social, radio ads, swing tags and more.
Campaign headlines
Merchandise tags
Web copy
“Elite? Aye. Exclusive? Never. Our Pro SL collection delivers top-tier roadie gear for all folk. Want us to talk your ears off about its features and fabrics? Happy to. This is our best, no less. Premium, right through. Designed to make your ride faster, longer, comfier.”
“FS260 is your go-to for reliable roadie gear. No fuss, pure function. Packed with pro-level features for straight-up performance, mile after mile. Looking for ride-and-tested core kit? This is it. Gear that gets on with the job so you can get on with getting on.”
“Endura x TRINITY Racing. Teamed up for 2026. Our kit. Their talent. Get your hands on the same jersey worn by their riders across MTB and CX. No imitations here. The actual thing. An elite-level, competition-ready jersey with an eye on the milliseconds. Head-turner, too. ”
